Popcar achieves an incredible 917% increase in total conversions

0 Increase in total conversions
0 Increase in total Clicks
0 Clicks on average per month

Project Overview

Popcar is a local car sharing company working towards changing the future of car ownership while improving the impact of transport for the Aussie community. Popcar offers an affordable subscription-based car sharing service with no lock-in contracts, allowing customers access to a range of cars to drive by the hour, day or “only pay for what you use”.

With Popcar hubs across Sydney, Melbourne, Canberra and Byron Bay, the company has been steadily gaining popularity for its innovative car sharing app (averaging 4.6-stars in Google Play and Apple App Store) and services. That said, Popcar understands the highly competitive market in their service industry i.e. Uber, Car Next Door, Zipcar, Turo, No Bird. Popcar turned to AdVisible’s digital marketing experts to help them compete within the car sharing and rental industry and grow their brand presence online. We were up for the challenge!

Our Proposal

While Popcar succeeded in building a high-performing app and delivering car sharing solutions for its clients, they lacked the same level of expertise when marketing their products to their clients. They tasked our experts with the following objectives:

Drive qualified traffic to their website using Google Ads and SEO.
Optimise shopping and search campaigns to increase overall ROAS while reducing ad spend.
Improve brand awareness in the highly competitive car sharing and rental industry.
Update website with new pages to help Popcar rank higher for more keywords.

Strategy & Awareness

After deep-diving into their website and Google Ads accounts, we observed the following challenges;

The threat of losing significant impression shares.
Being unable to efficiently compete in a high-demand industry.
Metadata on site wasn’t targeting crucial industry keywords.
Lack of category content referring to Popcar’s most important services.

After recognising these concerns, we proposed a Google Ads and SEO strategy that understood the client’s competitive industry, successfully address their online issues and skyrocket their brand presence.

Our Approach

Google Ads: Understanding Target Audience Needs

Our first task was deep-diving into the car sharing industry and its target audience. We looked into:

The history and future direction of this competitive industry
Compared all audiences that Popcar strived to target (plus) potential audiences they might have missed.

This gave our experts a clearer scope of the client’s competition and what we were up against.

Google Ads: Optimised Keyword Research

We then conducted a keyword research strategy linking Popcar with the most relevant customers actively searching for “car sharing” or “car renting”. This involved;

Keyword mapping around the client’s top 4 competitors.
Specifically targeted keywords searched by relevant customers with a suitable level of avg. CPC that was within their monthly budget.

Google Ads: Agile Campaign Structure

We structured our Google Ad campaigns based on the region’s Popcar services i.e. Sydney, Melbourne, Canberra and Byron Bay. This;

Allowed campaigns to react to service levels.
Location performance changes.

These tactics ensured campaign budget was redistributed accordingly. It was also effective during the Covid-19 lockdown as major Australian cities mandated restrictions at different times. This allowed budgets to focus on campaigns that weren’t restricted by lockdowns.

SEO: Proposed New Pages

Popcar only featured 3 pages on their website that was relevant to users. Our first step in our SEO strategy was expanding their service pages for their Car Fleet and service locations. In response we;

Implemented keyword-enriched content for all vehicles in their fleet.
Implemented location pages to expand their online reach, and increase impressions.

These optimisation strategies helped our experts to cast a wider net for keywords, and help define Popcar within the content to rank.

SEO: Category Content

Our next step was helping Popcar’s site rank on the first page of SERP using new category content. Categories we looked into included;

Commercial rentals.
Sports rentals.
Large SUV rentals.
City hatches and city runarounds.
Hybrid vehicles.

Doing so, we increased their site trust and authority and provided relevant information for users.

SEO: Link building + Anchor Texts

Our next optimisation strategy was creating new links and anchor text building to help Popcar rank higher for main keywords. To achieve this, our SEO analysts implemented the following tactics;

Building monthly links (GPs) to your site.
Links included Citations/Directories to help further increase your overall Referring Domains & Domain Rating.
New anchor texts (‘Popcar’) signalling to Google that the client’s car sharing service pages serve keyword intent.

SEO: Sought New Schema Markups

Our final optimisation strategy was looking into featured Snippets and opportunities within their Schema. We implemented the following schema markups;

FAQ Schema.
Organisation Schema (including Logo).

These markups ensured that Popcar’s website and pages stood out from the competitors on Google’s SERP’s.

Results So Far

917% Increase in total conversions

When it comes to hard work and perseverance, our AdVisible experts brought it home by increasing Popcar's total conversions by 917%! Now that's what we call progress!

346% Increase in total Clicks

When it came to results, AdVisible and Popcar steamrolled Popcar’s online progression. Comparing yearly results, our comprehensive Google Ads campaign achieved 346% increase in total clicks to their website!

700% Clicks on average per month

Better yet, we reached for the skies when it came to increasing Popcar's average clicks per month. We gained up to 700%+ more than what was originally forecasted!